Website Testing Wins: Cart Messaging Matters, We Guarantee It

By ​Peter Borden

November 8, 2011

When it comes down to it, an online retailer’s shopping cart page is among the most important pages for its business. And there are plenty of things that can be done within a shopping cart to improve the customer experience.

Decide exactly which features to include in a shopping cart by running an A/B test on your shopping cart pages. One element to test is the use of guarantees to inspire buyer confidence.

The following reassurance test took the form of a small box that appeared above the cart summary and order total, and stated the website’s 100% guarantee and “no questions” return policy.

It wasn’t hard to tell which strategy made more sense. Against the standard cart, Version B yielded a 6.8 percent average order value lift and a revenue impact of $63,670.

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Peter Borden is a former marketing strategist at Monetate and was responsible for PPC and email marketing strategy. Peter's also an expert on the psychology of persuasion, influence, and conversion as well as an active iOS developer.